Visual exposure device



Aug. 21, 1951 R. K. KERN VISUAL EXPOSURE DEVICE 2 Sheets-Sheet 1 FiledOct. 15, 1945 Unveni'or Rut/r, 1C Ker/L.

attorney Aug. 21, 1951 R. K. KERN 2,565,079

VISUAL EXPOSURE DEVICE Filed Oct. 15, 1945 2 Sheets-Sheet 2 flnvent'orPut/z K Kern Patented Aug. 21, 1951 VISUAL EXPO SURE: DEVICE Ruth K.Kern, Louisville, Ky., assigncr to Joseph E. Seagram & Sons, Inc.,Shively, Ky., a corporation of Indiana Application October 15, 1945,Serial No. 622,389

This invention relates to apparatus and methods for determining relativevisual characteristics of articles, and more particularly to apparatusand methods for the determination of attention, recognition andreadability values of sales packages, labels, advertisements and thelike.

Satisfactory facilities and methods for the objective investigation ofrelative visual characteristics of sales articles such as the attentionand recognition values of packaged products and the legibility of labelshave been a recognized want in the merchandising field for some time. Upto the development of the present invention, the only means by which thevisual characteristics of packaged goods of different shapes and colorscould be determined was by guess followed by extensive and expensivecanvasses in the field to determine the correctness of the guess. Singlefactors such as label legibility, color, or package design cannot beindividually considered in arriving at any final relative value since ithas been found that all these factors enter into the final attentionvalue of the package.

It is an object of the present invention to provide a novel apparatusand methods wherein the various factors such as recognition value andreadability value entering into the final rating of a sales package canbe individually and/or collectively determined to arrive at a finalvalue of attention and sales appeal, the apparatus also providing meansto readily present other consurner articles such as furniture, clothing,kitchen ware, cabinets, etc. for the eventual determination of consumerreaction thereto.

A further object of this invention is the provision of novel apparatuswherein means is provided in the selectively variable control of bothdegree of illumination and time of exposure to analyze and individuallydetermine certain visual characteristics of articles such as salespackages, the readability of typographical matter, the effectiveness ofbackground material, etc. The term articles as used herein is intendedto embrace not only sales packages but also advertisements, printingtype, background material, and other items having visually-effectivecharacteristics.

Other objects and advantages of this invention will appear from thefollowing description wherein,

Fig. 1 is a perspective of a preferred embodiment of the invention,sections thereof being broken away for the sake of clarity.

Fig. 2 is a wiring diagram of the apparatus of Fig. 1..

4 Claims. (Cl. 35--49) Referring to Fig. 1, a cabinet I! is providedwith a front end I2, a rear end [3, side walls I4 and I5, bottom It andtop [1. The cabinet is substantially light-proof except at the front andrear ends. The rear end is closed except for an opening 18 which isdefined at its bottom by an upstanding edge 19 of predetermined arcuateshape and at its top by a rearwardly extending horizontal panel 2| oftrapezoidal shape. The panel 2! supports a vertical panel 22 dependingfrom its rear edge. Panels 2| and 22, in conjunction with the adjacentportions of the cabinet, define a tunnel-like structure with its axissubstantially parallel to the plane of the rear end.

The front end of the cabinet preferably closed by a one-way transparentmirror 23, the

arrangement being such that the interior of the cabinet cannot be seenby an observer unless lights 24 of the lumeline type are turned on. Themirror is preferably fitted in vertical guides at the sides of the frontend of the cabinet and is removable by lifting top I! which may besuitable drive as.

Vertically extending partitions 29 are secured to the top of the table,the partitions extending radially inward and provided on their outeredges with a light-sealing strip 3 I. Adjacent partitions define adisplay section wherein articles 32 may be placed for display within thecabinet, the width, height and spacing of the partitions being such thatwhen the table is rotated to a display position, adjacent partitionswill form lightproof sides for the tunnel-like structure formed bypanels 2| and 22 and provide a display chamber within the cabinet thatis substantially lightproof.

The movement of the rotary table and the operation of the lights arepreferably controlled by a remote control assembly 35 which includes alight rheostat 36 for controlling light intensity, a motor rheostat 31,a control 38 for the exposure time or time of illumination, a start andstop control 39, an independent light switch ii, and a main line switch42. The nature of the exact wiring is shown in Fig. 2 which shows theapparatus in stopped position with switches 33, 34 open.

With the hook-up shown, the motor can be started whereupon the tablewill rotate to position an article to be displayed in the cabinet, thetable halting at this point by reason of the operation of micro-switch33 by a series of lugs mounted in spaced relation beneath the table.Micro-switch 34 is arranged to be operated by a single lug independentof the lugs operating switch 33 to halt the table at the completion of asingle cycle. Thus, the table will rotate to a predetermined positionand pause for a predetermined adjustable time while the lights areenergized. The lights will then turn off and the table will then move tothe next position where it pauses and the lights go on, and so on, tillcompletion of one cycle.

In operation the sales packages or similar articles to be observed areplaced on the table, one in each compartment. The necessary switchesincluding the main line switch, and the start switch are thrown, thetime relay being set to control the time of exposure. In the embodimentshown, this time may be varied from 0.15 second to 300 seconds. Duringthe rotation of the table, micro-switch 33 is open and the lights areoff. Hence an observer in front of the cabinet can see nothing withinthe cabinet. When the table rotates to a position where the article isin display position, micro-switch 33 closes to shut off the motor andclose the circuit of the lumeline lamps 24. This type of lamp ispreferred because of its minimum inertia properties, thereby making thetime of exposure more easily controllable.

In determining a characteristic such as the relative recognition valuesof a series of packages, the packages are first shown to the observer orobservers outside of the cabinet in order that they may become generallyfamiliar with the appearance thereof. The packages are then placed inthe different display sections and the power turned on so that the tablewill rotate. The light intensity is set at a predetermined value byadjustment of rheostat 35, and time control 353 is set for apredetermined time. As the table rotates, each display section is haltedin the cabinet and the lamps lighted for the predetermined period oftime at the predetermined intensity. A minimum of exposure time andlight intensity is used at the outset during a complete cycle, thedegree of intensity and time of exposure being such that the packagecannot be distinguished. The intensity and/or time of exposure,preferably the latter, are then gradually increased by manuallyadjusting time controller 38 on each complete cycle of the table untilone of the packages can be distinguished. This variable value of timeexposure and/ or light intensity is taken as the threshold ofrecognition. The rocedure is completed until all the packages aredistinguished by the observer, the ratios of the variables of exposuretime and/or light intensity at each threshold determining the relativevisual factors or the relative recognition values of the severalpackages, these values not being dependent on any single factor in thepackage appearance but a combination of all.

To determine the readability value, it is desirable that the observernot be familiar with the packages to be studied. A series of packages isplaced on the table and successively displayed at minimum values until atime exposure and/or light intensity is reached at which the letteringor other details on the packages can be determined by the observer. Thisprocedure sets up a series of threshold values which may be compared todetermine the readibility values. In the study of a totally unfamiliarpackage, this value is the 4 point at which the product can beobjectively identified.

This invention has proven of considerable value, not only in thecomparisons of articles already on the market but also in thedevelopment of new packages and labels. Where, heretofore, the designingof a package or label has always been a gamble as regards its finaleffect in the field, the present invention provides an accurate gauge asto the field effect. While it has been found more desirable to useexperienced observers, representative studies with consumer groups asobservers have given results consonant with those of experiencedobservers, thus further indicating the value of the invention. Theinvention is applicable as well to the presentation of consumer articlessuch as furniture, advertisements, automobile designs, etc., for theeventual determination of consumer reaction thereto. Any series offeatures such as the latter may be reduced to a size to be handled inthe apparatus by using pictures or miniatures.

Excellent results have been obtained in the determination of othervisually-effective factors such as the best methods and colors formounting fire extinguishers to render them easily recognizable and theposition thereof readily determined. Excellent results have been securedin the safety field by the study of the application of contrastingcolors to the moving elements of machinery and danger areas.

Having described my invention, I claim:

1. An apparatus for determining recognition characteristics of anarticle comprising: a cabinet having an inspection opening with aone-way transparent mirror therein; illuminating means for the interiorof said cabinet; a traveling carrier extending through openings in saidcabinet walls and adapted to receive an article; drive means foradvancing said article carrier through the cabinet; means automaticallystopping said article carrier in predetermined positions before saidinspection opening; means automatically energizing said illuminatingmeans in said predetermined positions of the article carrier; andadjustable timing means for predetermining the period of stopping ofsaid carrier and. of energizing of said illuminating means.

2. An apparatus for determining recognition characteristics of anarticle comprising: a cabinet having a front opening; illuminating meansfor the interior of said cabinet; a rotating carrier extending throughopenings in said cabinet walls and adapted to receive an article; saidcarrier having partitions located on either side of the article to closesaid openings in predetermined positions of said article carrier; drivemeans for rotating said article carrier through the cabinet; meansautomatically stopping said article carrier in predetermined positionsbefore the front opening; means automatically energizing saidilluminating means in said predetermined positions of the articlecarrier; adjustable timing means for predetermining the period ofstopping of said carrier and of energization of said illuminating means;and means for stopping said carrier at the end of a cycle of revolution.

3. An apparatus for determining recognition characteristics of anarticle comprising: a cabinet having a front opening; electricalilluminating means for the interior of said cabinet; a traveling carrierextending through openings in said cabinet walls and adapted to receivean article; said carrier having partitions located on either side of thearticle t close said openings in predetermined positions of said articlecarrier; electromotor drive means for advancing said. article carrierthrough the cabinet; means automatically deenergizing said electromotorwith the article carrier in a predetermined position before the 5 frontopening; means automatically energizing said illuminating means in saidpredetermined positions of the article carrier; and adjustable timingmeans for predetermining the period of energization of said illuminatingmeans and period of deenergization of said motor 4. An apparatus fordetermining recognition characteristics of an article comprising: acabinet having an inspection opening; illuminating means for theinterior of said cabinet; a traveling carrier extending through openingsin said cabinet walls and adapted to receive an article; drive means foradvancing said article carrier through the cabinet; means automaticallystopping said article carrier in predetermined positions before saidinspection opening; means for stopping said carrier when it has beenadvanced. through the cabinet; means automatically energizing saidilluminating means in said predetermined positions of the articlecarrier; and adjustable timing means for predetermining the period ofstopping of said carrier and of energizing of said illuminating means.

RUTH K. KERN.

REFERENCES CITED The following references are of record in the file ofthis patent:

V UNITED STATES PATENTS Number Name Date 1,227,393 Cressman May 22, 19171,471,615 Leflingwell Oct. 23, 1923 1,509,371 Nalle Sept. 23, 19241,653,394 De Vreis Dec. 20, 1927 2,145,599 I-Iaumann Jan. 31, 19392,188,185 Hutchison Jan. 23, 1940 2,224,564 De Silva Dec. 10, 19402,228,610 Reid Jan. 14, 1941 FOREIGN PATENTS Number Country Date 213,529Great Britain 1924 517,779 France 1921 OTHER REFERENCES Manual of Mentaland Physical Test: Simpler Processes. Whipple, 1924: pages 194-199.

